Transcription
Digital Signage forBeginnersWhat you need to know to manageyour displays
TABLE OF CONTENTS:ChapterPage numberWhat is digital signage .3The technicalities of thesystem .5Cloud- based digitalsignage explained .8Tips for evaluating digitalsignage software .9The types of organisationsdigital signage is useful for 12Top 10 mistakes to avoid 10The right steps in the rightorder 16Examples of digital signageapplications 17
DIGITAL SIGNAGE FOR BEGINNERSExperience taught us that digitalsignage is an unfamiliar term to thoseoutside our industry, despite the system’sWhat is digitalsignagepervasiveness. We all have , shopping centres or at checkout1) The content- the message you want todisplay on your screen. In digital signageterms this is represented by the mediapoints during our daily journeys.files you use: HD videos, JPG’s, RSSfeeds, HTML5 widgets etc.So in plain words digital signage is .The content is the core element of-a form of electronic display showingadvertising and general information inprivate and public areas (eg. shoppingmalls, hospitals, colleges, small shops,waiting rooms, restaurants) both outdoorsyour project so choose your digitalDigital display powered bysignage software carefullyfor it will affectdigitalsignage.NETthe type of media files you will be able toplay.Modern digital signage systemsand indoors.can and should support live data but theIn its simplest version, the system hasthree elements:choice of using such content is ultimatelyyours.The contentThe softwareThe hardwarePage 3
DIGITAL SIGNAGE FOR BEGINNERSThe software: The software is the‘’glue’’ that keeps everything together andrepresents the bridge between your contentand your hardware.What is digitalsignageAlso called content managementThe hardware: represented by thesystems, digital signage software productsscreenlike digitalsignage.NET and POV allow youdisplays, 10’’ digital signboards etc.) andto schedule and send content to yourthe media player- PC’s or SMIL devices-screens and control them remotely so theyassociated with them that store yourrepresent a critical part of your install.content and send it to the ecentoradventindustrialofAndroiddisseminate your message to scattereddevices eliminates the need for medialocations across the country or even acrossplayers,the world enabling you to deliver uniformhardware and making the system easiercommunication strategies.to deploy. Choose the most convenientIn one of the next chapters we willreducingthepriceoption for you.outline a check-list you should go throughwhen selecting the software you want touse.The softwareThe contentThe hardwarePage 4ofthe
DIGITAL SIGNAGE FOR BEGINNERSThetechnicalities ofthe systemChoosing the right type of digitalsignage systemThe high number of options availableon the market at the moment can make thechoice of the right digital signage systemdifficult for a non-connoisseur. But beforeevaluating the choices, you need to knowwhich are they and what benefits and shortcoming each of them has.to ‘lock you in’’. Changing one element(say the media player) will mean that youwill also have to change the others directlyrelated to it (the software).In terms of digital signage systems, hereMake sure you know the costs,are the two main types:strengths and limitations of each optionAn open system architecture- thedigital signage software and hardware areagnostic of each other, allowing you toreplace whichever element without affectingthe rest. This will allow you to add andand apply those to your own project. Themostexpensivesolutionmightnotnecessarily be the best for you and thesame could be said about the cheapestone.modify any piece of the puzzle withoutIf you are you planning to expandhaving to rebuild your system from scratch.your system you want this to happen asClosed proprietary architecture- thehardware and the software are designed towork together, no intermixing with otheroutside elements. This system’s advantageis that it was thoroughly tested beforeseamlessly as possible, with little effortand minimum cost. Ensure that you will beable to change your system as and whenneeded, instead of being ‘stuck’ with it orhaving to completely replace it altogether.launch which implies that the rate of errorsis very low. The disadvantage is the factShare this ebook!that you’ll be using a system that is boundPage 5
DIGITAL SIGNAGE FOR BEGINNERSAnon-premisedigitalThetechnicalities ofthe systemsignagesystem implies that you will have to buy theserver software (thus owning it), build it andmaintain it. The advantage is that thesystem is very secure, as nobody outsideShould you host it orshould it be in thecloud?your organization would have access to it.The downside is that you will need tobecome a specialist in that piece ofsoftware and have a certain amount of ITknowledge required to buy, build andmaintain the server mentioned above. Thiswill cost you time and money but at the endof the day, you will have a sophisticatedThe software makes all the difference between the two aforementioned typesof systems. POV, for example, is ourpremise-based, enterprise software thatdigital signage system.during the years has supported large andAcloud-baseddigitalsignagesolution, on the other hand, relieves youfrom the task of maintaining servers,backing up data, worrying about band widthor data storage. This implies that T is our cloud-baseddigital signage software, a more costeffective solution suitable for simplerprojects.technical knowledge and effort required ofHereyou as a user will be minimal. The costs ofsetting up a cloud-based system will belower as well and the entire process will bequicker. If all the elements were chosenisaquickcomparisonbetween the two types of digital signagesoftware, further highlighting the aspectsthat differentiate them.correctly (software, hardware), you willhave a simple and reliable digital signagesolution.Page 6Share this ebook!
Thetechnicalities ofthe systemDIGITAL SIGNAGE FOR BEGINNERSPremise-baseddigital signagesoftwareCloud-based digitalsignage softwareMore complex, it isusually used forlarge advertisingprojects.Simple, suitable forusers with limitedtechnical knowledge.You have to buy,build and maintainthe server software.There are no serversto buy and maintain,you are provided withInternet serverhosting.You purchaselicenses, hencebuying and owningthe software.You’ rent’ thesoftware, paying amonthly or yearlysubscription.New versions arenot automaticallydistributed and theyinvolve a cost.Updates are free andautomatic at theserver-end (you stillhave to do a bit ofwork yourself).Given thecomplexity of thesoftware, support ispayable.Software support isoffered free ofcharge.Open-source vs. offthe-shelf digital signagesoftwareAn open-source software is acommunity-developed product and it’susually offered for free. The fact thatanyone can contribute to the software’sdevelopment yet no one is in charge ofcustomersupportmeansthatwhensomething goes wrong, you will have tosort out the problem yourself. As digitalsignage software is quite a niche product,support and maintenance must be takenseriously.To learn more about each system’s benefitsand limitationscheck out our new infographicAnoff-the-shelfdigitalsignagesoftware is developed by a company thattakesresponsibilityforitsquality,maintenance and bug fixes. You will beAnotherimportantconsiderationwhenoffered support in a timely manner usuallychoosing your digital signage software isinvolving little technical effort from yourknowing who developed it. If you’re going toside.opt for a free solution make sure you knowits limitations.Page 7Share this ebook!
DIGITAL SIGNAGE FOR BEGINNERSThe rise of cloud- computing hasmadedigitalsignageavailabletoorganisations of all sizes, from virtually allsectors. Here’s how the system deliversyour message to your screens, via theCloud- baseddigital signageexplainedcloud.After creating and publishing yourcontent using a cloud-based digital signagesoftware such as digitalsignage.NET, thiswill be loaded onto the cloud (i.e. theInternet) then redirected to the mediaplayers that will store it and send it toyour screens.The entire operation takes secondsallowing your message to be displayed inBeing hosted in the cloud, youralmost real-time. The image on the rightpresents the process.system is accessible from anywhere in theworld, provided that there is an Internetconnection available. So you don’t have tobe in a certain office or use a certaindevice to update your content. Simply loginto your account, using a standardInternet browser and start managing yourcontent from there.Share this ebook!Page 8
DIGITAL SIGNAGE FOR BEGINNERSTips forevaluatingdigital signagesoftwareThe software is the critical part ofyour digital signage solution as it affects thetype of content you can display, the costand the reliability of your system. Sochoose it carefully to ensure that it is ableto serve your needs.Here are a few questions you shouldAre you offered the chance toanswer before selecting a digital signagetest the software before subscribing/software product.paying?You won’t be able to truly assessDoes it allow you to get startedquickly?you actually use it. Therefore, you shouldThe answer should be ‘’yes’’ forSaaS(cloud-based)the simplicity of a piece of software untilapplicationsthatbe offered a free trial before you commitany resources.should be suitable for DIY digital signagesystems (provided you can handle theThis exercise will reveal anotherinstallation). You should be able to set upimportantaspecttheyour account in a few minutes and managecustomersupportyouyour content (and displays, if you havereceive. In our case for example, all ourthem) seamlessly.users have set up their accounts andqualityofthearegoingtotested digitalsignage.NET for free untilWhen it comes to on-premise digitalthey decided to purchase a subscriptionsignage software that is usually moreand send content to their screens. Theycomplex, you will most likely need a demoreceive all the help they need in theand/or specific training to be able to use itprocess from our support team along withindependently.user guides and videos.Share this ebook!Sign up to digitalsignage.NET for freeNo obligations, no credit card required.Page 9
DIGITAL SIGNAGE FOR BEGINNERSTips forevaluatingdigital signagesoftwareCan you know where and whenyour files have been played?This feature enables you to monitorthe system’s health remotely and be surethat your content has been played whenand where you wanted it to. You don’t wantto be running around from location tolocation checking that each screen isworking. The software should do the workfor you and offer an overview of thesystem’s performance.The reports prove particularly useful if youare responsible towards a third party thatwants to know if a certain piece of contenthas been indeed played on the screen(s)How flexible is the softwarewhen it comes to media support?selected.When selecting your digital signagesoftware, the types of files you can orDoes the vendor have a ot play must be a major considerationbecause eventually, they will affect thefinal output of the system. Choose aSearch for case- studies, reviewssoftware that can play the type of contentand press releases of the vendors you areyou want to show (videos- live or pre-assessing to check if they have solid-recorded, photos, widgets, news p.Tip: All the choices related to your digitalA company’s history is oftentimes ansignage project should be driven by yourobjective indication about its products’goals. Don’t choose a certain technologyquality and reliability.just because it’s the latest or the mostsophisticated.Page 10
DIGITAL SIGNAGE FOR BEGINNERSTips forevaluatingdigital signagesoftwareHow easy it is to use?This question is mainly valid forcloud-based software products rather thanon-premise ones.A good web-based digital signage softwareis written with the end-user in mind and soit should be intuitive and simple to use evenfor non- technical persons. Don’t commitany resources before testing it and seeinghow it works for yourself.As you will be managing content on a dailyImage credit: Ria Pereira, Flickrbasis or at least several times a week, youneed a product that you feel comfortablewith and that comes with all the support youFlexibility. The software should allow youto send different content to differentneed along the way.screens and change it based on the timeof the day/ day of the week besides otherWatch thiswebinar tosee howoursoftwareworksvariables and you should be allowed toinvolve different users with different adminrights.Versatility. A modern digital signagesoftware supports the latest and mostOther features to consider:Scalability. This feature implies that youcan start small (with one or two screens)and grow your network at your own popular media types- from full HD videosto HTML5 (widgets). It also allows you toorganise your screen into zones to displaycomplementarysimultaneously.Page 11information
DIGITAL SIGNAGE FOR BEGINNERSDigitalsignageisaThe types oforganisationsdigital signageis useful forsuitablemarketing and communication channel forany organisation that has:- a message to transmit;- and an audience interested and willingto receive it.The two conditions remain valid forboth public and private establishmentsEducationregardless of their sector as long as theyare willing to share news and informationwith customers, employees and otherstakeholders.canconnected consumers, preferring digitalsources of information over traditionalones. ‘’Young people are connected 24Here are a few examples of how thesystemThe millenials are today’s mostbeusedindifferentenvironments:hours a day They don’t have much timetospendlooking at adverts’’ (KeithParkman, UCAS Media).Networks of screens offer you the chanceRetailto grab their attention during the shortAccordingtoarecentstudyreleased by Cisco only 4% of consumersreported a desire to receive help in-store. Atwindow of opportunity you have available.To learn more, download Digital Signagefor Education.the same time, in-store displays are lookedat 13% of the time. You make theconnection.Use digital displays to deliver relevantinformation and capture your shoppers’attention to convert them into buyers.Download our white paper- Digital Signagefor Retail- to learn more.Page 12
DIGITAL SIGNAGE FOR BEGINNERSHospitalityThey say that ‘’people eat with theireyes’’. This is a figure of speech of coursebut the truth is that we want to eat food thatnot only tastes but also looks good. Use thevisual impact of digital signage to yourThe types oforganisationsdigital signageis useful foradvantage by displaying freshly cookedfood in your restaurants and dining areas.Make guests feel at home in your hotel byemploying an elegant, unobtrusive tool thatdelivers results.Download Digital Signage for Hospitality formore �Patients, especially those with longModern employees wantterm conditions want more joined-up careto be informed andand much of the solution is in the better useinspired. Use digitaland sharing of information.’’ (Jeremy Hunt,signage to keep yourUK health secretary). There is no betterstaff up-to-date with current events, reachtime to inform patients about matters ofyour non-wired employees and create aninterest to them than when they are in yourenvironment in which people love to work.premises. Use digital information displaysTransform your communications to matchin reception areas and waiting rooms to tellthe way your staff lives and works bythem about medical procedures, the use ofusing a modern, flexible communicationmedication, opening times, home visits andtool. Want to know more?reassure them that they’re in good hands.Download Digital Signage for CorporateDownload Digital Signage for Healthcare toCommunications.learn more.Page 13
DIGITAL SIGNAGE FOR BEGINNERSTop 10mistakes toavoidNot all digital signage projects aresuccessful and some for reasons that couldbe easily avoided. The following mistakesmay seem obvious but we see peoplemaking them all the time.Make sure you avoid them.1)Not paying enough attention to thepre-selectionphase.Obviously,notunderstanding the technology and the costsinvolved by your project will set you up forfailure. So skip the research stage at yourown peril.We advise you to get all thedocumentation and insight you can andneed before actually doing anything today out, you will discourage your audiencefrom seeing it as a reliable source ofinformation. As Thilo Schuetz of AFMGmake sure you’ll know what you’re doing.said ‘’The system is only as good as the2)Skipping the testing stage.Anyinformation you put into it’’.reputable digital signage software vendorwill offer you a free trial of their application.Take advantage of this chance to see howthe product works at zero costs for you. Ifyou’re not given this option, disqualify thevendor.4) Using a solution that will ‘’lock youin’’. You should be able to switch betweenvendors,withouthavingtoreplaceexisting infrastructure. The offer should beflexible enough to allow you to change apiece of the puzzle without altering the3)Stale content. Digital signage is aboutentire install.timely, real-time communications. If youShare this ebook!display the same information day in andPage 14
DIGITAL SIGNAGE FOR BEGINNERS5)Top 10mistakes toavoidForgetting about support. Free or fora fee, support must be there when needed.Make sure you will be offered a promptafter-sale service and that you understandthe costs involved (if any).Depending on your organisation, these6)Not requesting training when youcould be anything from increasing sales tofeel you need it. Understanding how todecreasinguse the system allows you to maximise itsinformation with all the interested parties.thetimespentsharingbenefits and maybe even cut costs. If thesoftware is more complex (as in the case of9)premise-based solutions) you are likely toafter setting the goals which means thatneed to spend a few hours with the vendoryou will never truly know if these wereto understand how it works.achieved. Measuring the tangible effectsNot measuring the system’s ROI,of digital signage is not a straightforward7)Choosing the wrong location forexercise but it’s important to ignore if youyourwant to base your decisions on datascreens. If they’re not visible, they’rerather than guesswork.useless. Think where is your audience mostlikely to be found, take into consider their10)interests and state of mind when there andto run the network. This method willinstall your displays in these points.imply either mailing the hardware orUsing SD cards and USB drivestravelling to each screen’s location to8) Not having clearly identified goals forupdate the content. An expensive andyourtime-consuming method of managing yoursystem.Arguably,beforedoinganything else you should determine whatsystem.you want to achieve with digital signage.Otherwise, why would you invest in thesystem in the first place?Page 15Share this ebook!
DIGITAL SIGNAGE FOR BEGINNERS1) Determine the system’s goal, contentand contextBefore you start doing anything related toyour project- stop! Think about why youThe right stepsin the rightorderneed this new communication tool takinginto account your organisation’s context andtouch with different hardware providers.set the budget you are willing to spend onthe project. Clarifying your goals will help4) Install the systemScreens need to be fitted in the chosenyou choose the means.locations, media players need to beconfigured- are you able to handle this2) Choose your software platformAfterdecidingwhatyouneedtocommunicate to achieve your objectives,choose a software that allows you to do justthat. It should allow you to display the typeofcontentyouwant,indifferentcombinations and organise and sbrand and butteristhewhosehandling thisprocess for you. We work with anumber of companies, both from the UKand abroad, that are able to providecomplete digital signage solutions.your displays in an efficient manner.5) Test3) Pick the hardwareMedia players are usually chosen based ontheir compatibility with the digital signagesoftware you selected. So do a bit ofresearch on the existing software-hardwarepartnerships. Here is one of the hardwareSome organisations planning to install alarge digital signage network usuallystart by setting up a test system madeup of a handful of displays (or less). It’sa way of mitigating risk.But if you plan a small install or even avendors we work with.To make things simpler, you might choose toone-screensolution,testingthesoftware suffices, provided you get thework with an integrator who is already inhelp you need with the hardware side ofPage 16things, if you’re not familiar with it.
DIGITAL SIGNAGE FOR BEGINNERSExamples ofdigital signageapplicationsDigital poster in East End Foods storecontrolled digitalsignage.NETBlue Cow’s information display. Contentscheduled and published using our softwareDigital information display at theNational Exhibition Centre inBirmingham, UK. Run by oursoftware.Streetly Academy uses digital signage poweredby digitalsignage.NETShare this ebook!Page 17
DIGITAL SIGNAGE FOR BEGINNERSSIGN UP TOdigitalsignage.NETFOR FREEPut your knowledge to work andtake a tour of our digital signageapplication.All you need is a standard PC orMac, an Internet connection and afew content files to play with andyou’re all set.Create your digitalsignage.NETaccount for free.Share this ebook!Page 18
Here is a quick comparison between the two types of digital signage software, further highlighting the aspects that differentiate them. The technicalities of the system . Open-source vs. off-the-shelf digital signage software DIGITAL SIGNAGE FOR BEGINNERS Page 7 . digital signage .
